Pengaruh Brand Image Dan Brand Ambasador Terhadap Keputusan Pembelian Scarlett Whitening Pada Konsumen Perempuan Di Manado

Abstract

Abstrak: Penelitian ini bertujuan untuk menganalisis dan mengetahui bagaimana pengaruh brand image dan brand ambassador terhadap kepuasan pembelian scarlett whitening pada konsumen perempuan di kota manado. Teknik pengambilan data dalam penelitian ini adalah penyebaran kuesioner dan menggunakan metode kuantitatif dengan metode accidental sampling dengan sampel sebanyak 95 responden. Berdasarkan hasil analisis di peroleh bahwa variabel Brand Image dan Brand Ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian scarlett whitening di Kota Manado Dan hasil uji secara parsial diperoleh bahwa varibel Brand Image tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan Variabel Brand Ambassador berpengaruh signifikan terhadap keputusan pembelian Scarlett Whitening Di Kota Manado.

Kata Kunci: Brand image dan brand ambassador, dan Keputusan Pembelian

Abstract: This study aims to analyze and find out how the influence of brand image and brand ambassador on purchasing satisfaction of Scarlett whitening on female consumers in Manado City. The data collection technique in this research is the distribution of questionnaires and by using quantitative methods and accidental sampling methods with a sample of 95 respondents. From the results of the simultaneous test, it was found that the product variable, place price and promotion had a positive and significant effect on purchasing satisfaction for Scarlett Whitening in Manado City and the partial test results showed that the place variable had no significant effect on purchase satisfaction, Brand Ambassador had a significant effect on Satisfaction with purchasing Scarlett whitening in Manado city

Keyword: Brand Image and Brand Ambassador and purchase satisfaction